Pictorial metaphor in advertising /

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Forceville, Ch. (Charles)
Format: Electronic eBook
Language:Inglés
Published: London ; New York : Routledge, 1996.
Subjects:
Symbolism in advertising.
Pictures > Printing.
Metaphor.
Advertising layout and typography.
Metaphor
Symbolisme dans la publicité.
Illustrations, images, etc. > Impression.
Métaphore.
Publicité > Mise en pages et typographie.
metaphor.
BUSINESS & ECONOMICS > Advertising & Promotion.
Advertising
Online Access:Texto completo
Table of Contents:
  • Chapter 1 Introduction
  • chapter 2 Max Black's interaction theory of metaphor
  • chapter 3 Towards a theory of pictorial metaphor
  • Relevant studies
  • chapter 4 Advertising
  • Word and image and levels of context
  • chapter 5 Communicator and addressee in the advertising message
  • Relevance theory perspectives
  • chapter 6 Pictorial metaphor in advertisements and billboards
  • Case studies
  • chapter 7 Individuals' responses to three IBM billboards
  • An exploratory experiment
  • chapter 8 Closing remarks.

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